Ferrari Utilizes IBM’s AI to Engage Formula 1 Superfans

Two years ago, IBM recognized a notable gap in its portfolio of sports partnerships: Formula One.

Formula One has become one of the world’s most cherished sports, especially in the U.S., where Netflix’s “Drive to Survive” has showcased the lives of F1 drivers, catapulting them to mainstream recognition. This tech-driven sport has also drawn in titans like AWS, Oracle, and Anthropic, who partner with teams for sponsorship visibility and provide data analytics and AI solutions that confer a competitive edge.

Thus, it was no surprise when IBM selected F1 and the illustrious Scuderia Ferrari HP for its next major sports alliance.

“They are historically the most successful team,” commented Kameryn Stanhouse, IBM’s Vice President of Sports and Entertainment Partnerships, in an interview with TechCrunch.

At the core of this collaboration is the same element that has drawn other teams to partner with tech companies: access to sophisticated technological solutions that can enhance the utilization of artificial intelligence. Stanhouse highlighted that one of the most exciting aspects of sports is the vast amount of data available, which can help individuals become acquainted with AI.

“They truly understand how it benefits them,” she said, referring to the role of AI in sports storytelling.

The IBM-Ferrari partnership centers on this storytelling concept, aiming to enhance fan engagement by overhauling the technology behind the Ferrari fan app. As part of this initiative, Ferrari appointed Stefano Pallard as the new “head of fan development,” who stressed that the team’s objective was not just to reach fans, but to make sure “each one feels as if we genuinely understand them.”

“This starts with converting the data we gather from the track into content that’s engaging and accessible,” he told TechCrunch.

Teams produce millions of data points every second during races, capturing every movement of the driver and the car. Transforming this data into engaging content for fans is one way that advanced enterprise AI can strengthen connections between businesses and their consumers.

Among the 11 teams, Ferrari is notable as one of the few (with McLaren and Williams) to have a dedicated fan app strategy, moving away from dependence on social media or official F1 platforms, illustrating how the sport is gradually reaching its expanding global audience.

Some enhancements to the Ferrari app were straightforward, like adding Italian language support. Before the IBM partnership, even though Ferrari is an Italian brand with many fans from Italy, their fan app didn’t support Italian.

Stanhouse observed that the former Ferrari fan app was mainly a source for users to check race details and then leave. The upgraded app now includes games for fans to interact with one another, new AI-generated race summaries, exclusive behind-the-scenes content regarding the team and its drivers, a section for predictions, and an AI companion for fan interaction.

“There are two drivers, but did you know it takes 24 individuals working together within two seconds to change a tire?” Stanhouse added, highlighting how storytelling can enhance fans’ connection to the team.

Unlike other sports apps developed by IBM, Stanhouse emphasized that the Ferrari app primarily focuses on storytelling, aiming to maintain fan engagement throughout the year, rather than just during specific events like the Masters. Engagement metrics have surged since IBM became involved, with a remarkable 62% increase in engagement during race weekends, according to Stanhouse.

Pallard noted that the team utilizes AI to analyze engagement signals within the app, including the types of content users prefer and the sentiments expressed in fan messages.

“This allows us to pinpoint what resonates most with the Tifosi [Ferrari’s fanbase], directly shaping our storytelling strategies and content dissemination,” he stated.

The team aims to further personalize the fan experience and create more immersive interactions.

App developers also acknowledged the diverse fanbase of Ferrari, which has significantly evolved over the past five years. F1 released statistics last year showing that 75% of new fans are women, many from Generation Z. A major draw for women is the F1 Academy, an all-female racing series designed to cultivate the next generation of female drivers. Regardless of their backgrounds, these new fans share one common desire — more.

“They are looking for more data, more insights, and more features, and we must be prepared to deliver,” Pallard stated. “With IBM, our vision for the next five years is to ensure every fan feels the experience is tailored specifically for them, whether they are long-time supporters or newcomers. That’s how you foster lasting loyalty.”